Welcome back to Industry Shifters.

Today we are exploring the peculiar realm of paint.

Will fire resistant paint be the saviour bushfire-affected Australian households have been looking for?

Let’s find out!

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Fire Resistant Paint

Fire-resistant paint technology is advancing rapidly in Australia, with innovative products offering enhanced protection against bushfires.

A notable development is the FSA FIRECOAT paint, developed by researchers at UNSW Sydney in partnership with Flame Security International. This intumescent paint expands when exposed to heat, creating a thick insulating char layer that deflects fire and protects the underlying surface. It has achieved the stringent Bushfire Attack Level (BAL) 40 standard, making it the first paint to pass this rigorous test simulating extreme bushfire conditions, and can be applied without requiring special equipment.

This technology aims to support building safety regulations and significantly improve disaster resilience, potentially minimising fire damage and enhancing occupant safety.

Potential Impact

Australia’s paints and coatings market is worth around $4 billion AUD in 2024.

Therefore, if a game-changing technology like fire-resistant paint continues to be successfully developed and distributed, companies selling this product could easily take a market share worth over 2 billion dollars. 

These companies could potentially take over almost the entire market, as fire safety is a key consideration for many Australian households (due to the prevalence of bushfires).

Why this WILL be disruptive:

• Increased Demand and Growing Awareness: As Australia faces more frequent and intense bushfire seasons, demand for fire-resistant paint is likely to rise, especially in high-risk areas. Increased awareness of fire risks, exacerbated by climate change, is prompting consumers and businesses to proactively seek fire protection solutions.

• Regulatory Push and Support: Governments are implementing stricter building codes and insurance regulations, mandating the use of fire-resistant materials, including paint. This regulatory environment creates significant demand in both new constructions and renovations. Additionally, government funding for the development of fire-resistant paints indicates potential for future support and favourable regulations.

• Technological Advancements and Innovative Products: Ongoing research and development are leading to effective and affordable fire-resistant paint solutions, such as eco-friendly and low-VOC options. Products like FSA FIRECOAT, which meets stringent BAL-40 standards, demonstrate significant progress in technology. Enhanced performance characteristics, such as improved durability and longevity, further increase their market appeal.

Why this WON’T be disruptive:

• Higher Costs: Fire-resistant paints often come with a premium price tag compared to conventional paints, which can deter budget-conscious consumers and builders, particularly in a competitive market. This higher initial cost may limit adoption in price-sensitive segments.

• Limited Awareness and Adoption: Many consumers and builders may not fully understand the benefits of fire-resistant paint or underestimate fire risks, slowing adoption rates. A lack of education and effective marketing contributes to this limited awareness.

• Limited Colour Options and Aesthetic Considerations: Some fire-resistant paints, like FSA FIRECOAT, are only available in grey, which may limit consumer appeal. Furthermore, some consumers prioritise aesthetics over fire resistance, potentially reducing the market for specialised fire-resistant paints.